we didn’t deliver a campaign. we helped start a movement.
the challenge
A campaign for Alibaba Group’s cloud technology and security systems, making business borderless.
Alibaba Cloud work tirelessly to develop and make technology more accessible to innovators around the world.
They had an ambition to channel tech as a force for positive change in the world.
Technology is perceived as a cold and unfeeling, logic machine, making the rich, richer.
Our challenge was to encourage a techpreneurial audience to help us humanise tech and leverage it to make a social difference.
THE STRATEGY
We all recognise world issues and the need to do something about it, but we’re not inspired to drive change unless we’re personally invested in a cause.
By bringing to life the story and inspiration of individuals who have sparked a global tech-aided social movement we instigated a tech-driven audience to find their own cause.
We launched Alibaba’s #techforchange initiative via a series of films capturing the stories of individuals who used the power of technology to make the world safer, fairer, more sustainable and better connected.
The initiative was launched at the Mobile World Congress in 2019 and took life globally, on paid social and digital channels.
